Native ads are the most cost-effective format for gaming, achieving a $1.01 cost-per-install and an 18% Day 7 return on ad spend.
See it on page 11Interstitial and video formats drive superior short-term performance for social and dating apps, yielding up to 44% Day 7 return on ad spend.
See it on page 25Video ad segments ranging from 31 to 60 seconds drive 50% higher conversions compared to shorter formats by effectively showcasing complex mechanics.
See it on page 34Multi-page ad experiences increase installs per mille by 20% compared to single-page designs.
See it on page 29Playable ads are the primary driver for gaming installs, while banner ads remain the most efficient format for e-commerce due to low cost-per-action.
See it on page 4Creative strategy is shifting toward clean, user-interface-focused designs and authentic user-generated content rather than traditional lifestyle imagery.
See it on page 22The mobile advertising landscape in 2023 is defined by a strategic shift toward high-performing creative formats as advertisers navigate macroeconomic pressures and evolving privacy regulations. Despite these challenges, mobile ad revenue continues to grow, driven by the efficiency of specific ad types tailored to distinct industry verticals. Native ads emerge as the most cost-effective format overall, boasting a $1.01 cost-per-install and delivering a leading 18% Day 7 return on ad spend within the gaming sector. Meanwhile, playable ads have established themselves as the premier tool for driving gaming installs, while banner ads remain the dominant force in e-commerce due to their low cost-per-action and high conversion rates.
Performance metrics across finance, entertainment, and social applications further underscore the importance of format selection. Native and banner ads provide the lowest entry costs for social and dating apps, yet interstitial and video formats yield significantly higher short-term returns, reaching up to 44% Day 7 return on ad spend. Creative strategies are increasingly moving away from lifestyle imagery in favor of clean, user-interface-focused designs. Implementing multi-page ad experiences has proven particularly effective, resulting in a 20% increase in installs per mille.
Optimization now relies on a sophisticated blend of interactivity and narrative depth. Interactive playable ads serve a dual purpose by engaging users and gathering valuable audience data, while longer video segments of 31 to 60 seconds drive 50% higher conversions by showcasing complex mechanics and storytelling. Furthermore, the integration of authentic user-generated content that focuses on problem-solving builds necessary trust with modern consumers. By aligning creative content with specific psychological motivations—such as competition or exploration—advertisers can maximize engagement and emotional connection across global mobile markets.
